It is the final stage reached by world-renowned companies that have existed for decades, and at the same time, the hope and aspiration of smaller companies that look up to them. In fact, a brand is not merely a concept — it is a culture.
After the Industrial Revolution, the rise of standardized production and increasing competition led companies to focus heavily on sales. This environment gave birth to the concept of branding.
I’m not sure how many companies truly realized, at that moment, that competition was no longer only about products — and that they were opening the door to an entirely different world.
In the early 1900s, as global production levels increased rapidly, competition evolved into something far more complex. Innovation, product development, and technological advancement came to the forefront. And then, slightly later but with undeniable impact, the most critical concept emerged: becoming a brand.
As companies pushed to increase sales figures, competition intensified even further. And one crucial question began to surface:
“How do we differentiate ourselves from our competitors?”
This question fundamentally changed how companies thought. Improving the product alone was no longer enough. Running the right campaigns was no longer a complete solution either.
At this exact point — and I underline this deliberately — advertising agencies delivered a very clear message to the brands they worked with: “You must build an emotional connection with your target audience.”
This is how the concept of branding evolved and opened a new door toward the future. A completely new world began to take shape — one that was written, designed, discussed, and, most importantly, irreversible.
Becoming a brand is far deeper and far more meaningful than we often realize.
Global brands communicated this so well that it was impossible not to admire them. Nike simply said, “Just Do It.” Mercedes spoke of engineering excellence. Apple focused not on technology itself, but on experience and design. Coca-Cola went beyond being a beverage and embraced happiness and sharing. IKEA made “good design for everyone” accessible. Volvo has stood firmly behind one word for years: safety. Red Bull transformed from an energy drink into a culture of pushing limits. And Disney promised the same thing at every touchpoint: an unforgettable experience.
Brands were no longer talking about their products; they were talking about their promises, their values, their approach to service. And most importantly, they were building emotional bonds with their customers.
Let’s look at a very clear and recent example: Domino’s Pizza.
Instead of talking about how delicious their pizzas were, they focused on one promise: “30-minute delivery.”
This was an exceptionally smart communication strategy. Because pizza is already expected to be delicious. What truly matters is what you promise to the customer — and how you manage that promise.
Domino’s differentiated itself from competitors remarkably fast. And they didn’t just make a claim; they backed it up by offering free pizzas when delivery exceeded 30 minutes.
Even more importantly, they openly stated that employees were not blamed in case of delays. This is the true power of branding.
Today, people want brands that are genuine, attentive, and committed to their word.
Many global and national brands are fully aware of this and act accordingly. In our country, we now have fully local yet globally minded companies that truly live the concept of branding — and that is something to be proud of.
However, it must be said that we still have a long road ahead. There are hundreds, even thousands, of companies that either fail to understand what branding truly means or misunderstand it entirely.
Throughout my professional life, I have encountered countless striking examples. But one in particular has stayed with me.
One day, someone called our office requesting services for his company. As the conversation went on, he said: “Mehmet Ali Bey, we are already a brand. Our name is trademarked.”
I didn’t know whether to laugh or feel concerned. Believing that trademark registration alone makes a company a brand is one of the clearest signs of how deeply misunderstood this concept still is.
Becoming a brand means giving a soul to your legal entity, differentiating your product or service, and presenting it to your audience with the right language and the right experience.
This is a serious, long-term, and highly professional process.
And the outcome is invaluable. People talk about you, choose you, seek you out, and recommend you. Sometimes they go to sleep with your brand in mind; sometimes they wake up with it.
Being a brand does not only bring financial success — it also brings emotional fulfillment.
But reaching that level and staying there is the hardest part. That’s why every company, factory, or entrepreneur who wants to become a brand must work with advertising agencies and brand consultants.
Remember: you may be living an ordinary life today, but there is no reason you cannot become a powerful brand tomorrow.
Hope to meet again in the days ahead…
Mehmet Ali Yelkovan Creative Director